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Why AI-Powered voice analytics could be a game changer

By Marcus Lambert

Three months ago, Adobe revealed how they were planning to change our world through personalised experiences at their digital summit in Las Vegas. Machine learning and artificial intelligence capabilities have since captured the attention of businesses across the world and even entered the mainstream.

The creation of personalised campaigns based on real-time data is now a reality rather than just another set of industry buzzwords. Adobe Sensei’s machine learning and artificial intelligence capabilities will now also enable businesses to analyse voice-activated searches through familiar digital assistants such as Amazon Alexa, Apple Siri, Google Home and Microsoft Cortana.

Many believe that voice-enabled digital assistants are preparing to be the next tech disruptor. The Adobe Digital Insights (ADI) team strengthened this claim when they revealed that online sales of voice-enabled devices grew 39 percent year-over-year.

Gartner recently predicted that zero-touch user interfaces would dominate the market across 2 billion devices by 2020. The research firm also believes that “Interactions will move away from touchscreens and will increasingly make use of voice, ambient technology, biometrics, movement, and gestures.”

As users slowly migrate away from text searches to speech. The impending problem for businesses is that voice is much harder to analyse. The news that Adobe Analytics Cloud customers will have the ability to pull metrics data from voice assistants could quickly provide early adopters with a distinct advantage.

There is a continuously growing list of consumer touch points that are making it increasingly difficult for brands to keep up with their digitally sophisticated audiences. If a company has no data from their customer, they will quickly fall off the radar and risk becoming irrelevant to them.

Adobe believes businesses can deliver personalised experiences by offering a range of tools to capture, aggregate, rationalise and understand vast amounts of disparate data. But, how can companies obtain meaningful data from voice? And how what will look like in the real world?

Back in December, the Wynn hotel in Las Vegas revealed they were going to outfit all of their 4,748 rooms with Amazon Echo speakers. The investment would allow guests to “verbally control every aspect of lighting, temperature, and the audio-visual components” in their room.

Amazon Echo speakers in hotel rooms are not isolated to Vegas either. UK’s Village Hotels has also signed up to add the devices to its 28 properties too. Meanwhile, Best Western Hotels & Resorts are also trialing the smaller Amazon Dot to allow guests to set their wake-up calls, play music, tell the time and get the weather forecast during their stay.

There are two sides to this significant shift towards voice-powered assistants. Could these virtual assistants redefine hotel room service? And who manages the data that provides a 360-degree analysis of digital audiences?

Many will question the ethics around capturing and analysing our data or deem it an invasion of privacy. But, many of these new solutions are a reaction to meet consumer demand and meet our requirements of simplicity and instant gratification.

Our lack of patience around anything that takes longer than three swipes or clicks must also accept some responsibility for where we are heading. Our behavioral data across a plethora of devices whether it’s text or voice is required to deliver personalised experiences that we crave.

Adobe seems intent on capturing as many digital touch points as possible and with good reason. Failure to capture even a handful could result in skewed results that do not show customer interactions in a single view.

Despite being raised on a diet of fictional science fiction movies that warned about the dangers of technology and the inevitable dystopian future. Maybe A.I. and machine learning will help humans rather than replace them.

A.I. has become a buzzword in 2017. But many are guilty of name dropping it without fully understanding its capabilities. Adobe is one of the few that seem to understand the possibilities and the value it can bring to their customers who are keen to be one step of their competitors.

The tipping point will arrive when businesses begin to notice that an increasing percentage of their sales are coming from voice rather than text searches. Sure, we are probably a few years away from this level of shift, but make no mistake that it will happen.

When the moment eventually arrives, how will you analyse and take action on voice data? How will your business understand every digital touch point of the customer journey? These are the questions that Adobe is preparing to answer before you even thought of them.

Have you noticed a slight change in how you buy products online? Do AI-Powered Voice Analytics excite or concern you?

Let me know by getting in touch and sharing your thoughts, expertise and insights…

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